SETTING UP GOOGLE ANALYTICS UTM TRACKING
So in this post I’m going to discuss how we set up Google Analytics UTM tracking to any links going to your website, this can be from Google My Business, Business Directories, articles or any paid media activity you do.
Simply put UTM tags tell your website information of each visitor. Where did they click from, what ad did they engage with, was this from paid advertising?
Now to begin with I’ll assume you already have Google analytics in place, if not, what are you waiting for? Here is a guide for setting up Google Analytics on your website
This can take a little time to do but the benefits can be immense. With granular tracking you will always know what is actually driving your results online (sales or sign ups), down to the offer, link or ad creative, meaning you can focus on what works and save money.
SO...WHAT DOES A UTM CODE LOOK LIKE
The UTM Perameters
THE GOLDEN RULES OF UTM TAGGING
Tag Everything: All URLs from your advertising, directories, social channels all should be tagged with a unique UTM parameter, this will enable you to identify where exactly the sales and leads are coming from.
Naming Conventions: Data is hard to manage so ensure before you start you set strict naming conventions for your traffic sources, ad creative and campaigns (even down to capitalisation). With uniform data, it is a lot easier to organise and segment it at a later date. An example of my tagging can be found here.
Inbound Only: Only use them on links directing traffic to your site. Don't use them for internal links (from one page of your site to another)
GENERATING THE UTM PARAMETERS
With this in place, I recommend this UTM Builder tool to implement tracking on your URLs, just enter your information into this tool and use the URL it creates where required (if you're good at concatenating, create an Excel to manage multiple URLs at once). Below is a quick explanation of all the parameters you can add
Google UTM Builder Tool
utm_campaign: The name of the marketing effort, e.g. launch, 50percent_sale, etc.
utm_source: Identify the traffic source. A website, advertiser, etc. e.g. twitter, Facebook, google
utm_medium: Identify the medium used by a visitor to come to your site, e.g. email, social, CPC.
utm_content: Identify content or call to action, e.g. buy now, learn more, half-price sale etc.
utm_term: Used for paid search keywords (Google Search)